emotion

How often do we draw conflicting conclusions from donor data? Also, how often do we try to rely on data and facts (the head) rather than narratives and emotions (the heart and gut) to motivate donors to take action?

As Jason says in the article I linked to above, "assuming that data can tell its own story ignores something fundamental that we know about how communications between humans works. People aren’t motivated by facts; they are motivated by narratives, by stories."

Each fundraising appeal is different. But I find the following seven emotions excellent for motivating donors through direct mail. That’s both for soliciting gifts or nurturing donors so they will give again in future.

One thing to keep in mind is donors are not always consciously aware of their emotions. Particularly with emotions like number 5, you need to be subtle about how you evoke these feelings in your copy.

Anyway, here goes…

1. Outraged. This is straightforward. Get your donor angry over injustice and they will give. Whether it’s cruelty to animals or human trafficking, outrage is a fundraiser’s ...